Description

The murder trial of Kazakhstan’s former government minister, who killed his wife Saltanat Nukenova, gained global attention. Saltanat’s name became a symbol of the fight against domestic violence. Soon after, Parliament passed the Law criminalizing domestic abuse. People called it ‘Saltanat’s Law’.

But as public focus faded, the violence continued…
In 2024 alone, police received more than 100,000 reports of family abuse across Kazakhstan. Yet people do not realize how often domestic violence happened in a country. Even after the ‘Saltanat’s Law’ criminalised abuse, public engagement was low, and many women lacked awareness of their rights or access to legal help.

To bring the issue back into the light, ‘Saltanat Light’ was created: a restored neon sign from once iconic women’s clothing store named ‘Saltanat’, brought back by Citix, DOOH high-tech company.

Each time a domestic violence case is reported, the sign blinks, reflecting domestic violence statistics in real time. So do 100+ public digital screens across the country. Each screen leads to a Telegram bot developed with the UN, helping women understand and use the Saltanat’s Law.

An AI-driven engine processes a vast stream of data - news, NGO-channels, social media, inputs from crisis centers and user-submitted stories collected via a Telegram bot and interactive Citix street devices.

To ensure clarity and credibility, the system leverages a localized language neural network. Using a custom Node.js prompt, the AI filters and verifies each incident before sending validated data to Citix’s AdTech platform. The GSM-triggered alert then activates the neon sign and updates a live Saltanat Light widget across digital screens.

Results:
Reach: 22.3 million (75% of Kazakhstan’s population)
Reactions: 522,000
4× increase in criminal cases initiated under the Saltanat Law

Release date: April 7, 2025 (DOOH)

Credits

Advertising Agency: GForce Grey
Managing Director: Yulia Tushina
Executive Creative Director: Yevgeniy Kostylev
Creative Director: Evgeniy Gavrilchenko
Creative Group Head: Victor Ershov
Art Director: Maxim Shilov
Designer: Aizhan Shagansariyeva
Motion Designer: Alexander Filatov
Client Service Director: Anna Kostyleva
Account Director: Anastasia Ivanova
Original score: Alexander & Sergey Lipsky (Simple Symmetry)
Video contribution: Anton Popov, Ilya Pitertsev

Production: DK Entrepreneurship
Dauletbek Koshanov
Yerlan Ashimov
Yembergenov Nuratdin

Citix
Chief Executive Officer: Yana Shoi
Chief Marketing Officer: Yelena Ogbonna
Chief Commercial Officer: Yevgeniy Tyan
Global Creative Director: Magamed Khazhaliyev
Creative Production Director: Dmitry Kiiko
Creative Production Executive: Vladislav Pak
Creative Producer: Uliya Kusherbayeva
Creative Producer: Rustam Ashykbayev
PR Director: Leonid Nigmatullin
Chief Technical Officer: Kuanysh Baitenov
Head of Technical Operations: Konstantin Machshenko
Tech Lead: Yevgeniy Burlyai
Product Manager: Almaz Shadyrkulov
PR Manager: Umit Nurakhmet
Motion Designer: Amaliya Bektassova
Motion Designer: Almat Suisimbayev
Graphic Designer: Zhagan Amanzholov